Proper Good

Proper Good is a Montana-based creator of a prepared meal platform that offers a range of shelf-stable, heat-and-eat meals. The products can either be purchased in customizable six or 12-packs or on a subscription basis via the platform. They are currently shipped to customers across the continental US.

The company’s menus include keto, plant-based, gluten-free, dairy-free, and low-sodium options. It also includes options for breakfast, lunch, and dinner. The meals come in unique packaging that enables the food to be stored at room temperature without the need to refrigerate and only requires a prep time of 90 seconds. Proper Good claims to only use whole ingredients with no chemical preservatives while providing a full cash-back guarantee to customers dissatisfied with their orders. 

In November 2022, the company announced plans to introduce its products at over 2,000 Walmart supercenters across the US while maintaining its focus on DTC operations.  

That month, the company also raised USD 3.5 million in a seed round that included YETI Capital, The Artisan Group, and the Founder of Halo Top and Gatsby Chocolate Doug Bouton. The capital raised was to be used for introducing Proper Good meals to more than 2,000 Walmart Supercenters across the US. 

Close competitors : None comparable because the brand is an alternative for canned goods.